From the course: Brand Leadership: Building Brand and Culture
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What is brand-culture fusion?
From the course: Brand Leadership: Building Brand and Culture
What is brand-culture fusion?
- When some people look at the great brands out there today, like Apple, Google, or Disney, they think those brands got to be so great through cool advertising or the right market conditions or maybe just plain luck. But I'm about to show you that brand leadership is achieved through something far more significant, something that you can achieve if you think about and use your brand and culture differently. In nuclear physics, fusion is the reaction that happens when two atomic nuclei come together. Nuclear fusion releases large amounts of energy. It's what powers the sun. When fused, the two nuclei create something entirely new. That same reaction, that incredible delivery of energy, is what happens when you fuse together brand and culture. Now, when I say brand, I mean your external brand identity, how your organization is understood by customers and other stakeholders. And when I say culture, I mean the way the people…
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